1) Don’t over think things.
2) Release yourself from the tyranny of conscious thought
3) Express everything in a simple yet interesting way
4) Something that allows people to ‘feel’ not ‘be told’
5) Turn functional into exciting
6) Ignore details and distractions and focus on clarity
7) Briefs that are exciting, infectious and ‘bursting with possible’
8) A proposition that opens doors rather than creates small boxes

The reason I mention this is because recently I came across a quote that seemed to explain why these 2 subjects are inherently linked:

You see the problem I have is that I often think too much about something.

OK, that’s wrong, we should never undermine the ability to think something through with rigour and purpose … it’s just that sometimes, in my focused state [I know, amazing eh!] I find it almost impossible to express all that I’ve learnt and had to consider in a simple – yet interesting – way.

And that’s where music helps and why that quote is so good.

You see once I’ve worked out the context of what I’m trying to convey, I basically look for songs that have that theme in their title and then just listen to them.

I know that sounds utterly ridiculous, but you’d be surprised how often…